4P’s of Marketing

This article discusses the importance of the 4P’s of marketing in influencing customer behavior and competition. It compares and contrasts the marketing strategies of Kopparberg Cider and Strongbow Cider. It also explains the STP approach and its role in targeting the right market. Additionally, it explores Levitt’s model of brands.

4P’s of Marketing

Executive summary
It is important for an organisation to target right customer and at right place so that they can
compete with rivals in market in an effective manner. For this, marketing mix tool is adopt
by companies which helps in influencing customer to consume product as well as services.
The 4P’s of marketing plays an important role as it identifies the level an organisation have
in market and the extent of competition with rivals. STP approach is significance in order to
target right market due to which companies gain success as well as leading position.

Contents
Executive summary..........................................................................................................................2
INTRODUCTION...........................................................................................................................4
STP Approach:.......................................................................................................................4
Compare & contrast 4p’s of marketing..................................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing mix is a tool which is used by an organisation in order to influence customers
towards consumption of product and serviced offered by the company. In addition to this,
marketing mix assist companies to target right customer at right place by using effective tools
(Mirzaei, Carter and Schneider, 2018). It basically includes 4Ps of marketing that is product,
price, place as well as promotion. In the present report, 2 brands is taken into consideration that
is Koppaberg cider and Strongbow cider. Kopparberg is develop by Kopparberg Brewries in the
year 1882 which is located at Sweden. Strongbow cider develop by H.P. Bulmer in the year 1960
and located in England. It is leading brand in the world and offer high quality drinks on market.
The report compare & contrast 4p’s of marketing of both the brands. Moreover, STP approach is
describe in detail in relation to the company.
STP Approach:
This approach is used by companies in order to divide the market, taget right as well as potential
customer and to position the brand in market effectively. It involve three elements that is
segmentation, targeting and positioning as well. This elements is defined below with relation to
brands:
STP of Kopparberg Cider
Segmentation: Herein, companies categorised the whole population on the basis of
demographics, geographic, lifestyle, behaviour, income level and many more. In relation to
Koppaberg Cider, its segment market according to the demographics which assist in gaining
success of brand in market.
Targeting: This step takes place after segmentation, Herein companies decide their target
market by using effective strategies which helps in target right and potential customer of
company (Ang and Rusli, 2018). With reference to Koppaberg Cider, its target market is people
who belong from the age group of 19 to 27 as they are the individuals whose work continuously
and need more energy to work.
Positioning: It is basically building a positive image mind set of customers towards
offerings of an organisation. In context to Koppaberg Cider, its higher authorities uses various
social media application and maintain good relation with customers which assist them to develop
reputation of brand positively and effectively.
STP of Strongbow Cider

Segmentation: Strongbow Cider segment its market according to the lifestyle and
income of people as they believe that categorised market according to lifestyle helps in attracting
more number of customers towards the brand.
Targeting: The target market of Strongbow Cider is office going people or the
professional people who need drink to get energy. In addition to this, business people consume
more drinks rather than eat in official meetings as well as parties.
Positioning: The Company conduct various marketing campaign and uses social media
application that assist in building string image in market. Moreover, company offer fruit drinks
which is healthy for people and builds positive mind set pf people.
Compare & contrast 4p’s of marketing
Basis Kopparberg Cider Strongbow Cider
Product Product refers to an item
which is offer in market by
companies in order to create
value and satisfy needs of
customer. Kopparberg Cider
offers various range of pear,
fruit and apple Ciders in
market. In order to make fruit
cider, company uses different
fruits in order to make a
unique as well as special
alcoholic drink. In addition to
this, all the cider is made of
fermentation of pears and
apple along with soft water.
It uses around 50 different
varieties of apple which is
grown in England & France in
order to make Cider. It bottle
contain soft golden colour & a
touch of wood which represent
as unique design in front of
customers. The acid of apple
along with cold ice refresh
people in a best manner.
Moreover, its product
represents urban people who is
connected with the nature. The
main product by which
company gain higher profit is
apple cider which is made of
different varieties of apple.
Price Price is mainly an amount
which is charge from
customers by companies in
It uses competitive pricing
strategy which helps them in
attracting maximum number

order to give products as well
as services. It is important for
an organisation to set price
according to the income level
of that particular country
(Chuon and Hamzah, 2019).
The amount of drinks is same
but it vary country to country
due to tax rates, import export
duty and many more.
Moreover, Kopparberg
maintain price of its drinks
low in order to attract more
number of customers. It also
help in gaining competitive
advantage at marketplace.
of people and generate higher
profits. By the assistance of
this strategy, it gain
competitive edge at market
place and attain leading
position in the industry. In
addition to this, it offers
discounts in seasons which is
the main reason of its sales
and success in market.
Place It is defined as place where
customers can easily find the
products as well as services.
The market share of
Kopparberg is high as it is
available in many locations
globally. It has presence in
more than 10 countries due to
which it gain high market
position and market share.
Stringbow Cider uses various
distribution channels which is
the main reason of its high
presence in market. In
addition to this, it’s serve
products in more than 15
countries and replace other
soft drinks from the shops and
outlets due to its quality and
good offerings. Moreover, the
brand has its own website
where customers get all the
information regarding its
offerings which impact
positively on its sales as well.

Promotion Promotion is mainly raising
the sales of a brand by using
various promotional tools such
as advertisement, public
relations, conducting
campaign, direct selling and
many more (Davari Farid,
2019). In relation to
Kopparberg Cider, it uses
digital technology and social
media applications in order to
promote its product and raises
its sales as well as profit. Its
advertisement is place on
social websites such as
Facebook, Instagram,
YouTube and many more as it
help them to aware more
number of customer and gain
success in market.
Strongbow Cider is one of the
leading brand in all over the
world in these industry. It
conduct advertising campaign
in order to attract more
number of customers and to
enhance sales and profit level.
In addition to this, the brand is
promoted through social
media websites like Facebook,
YouTube, LinkedIn which
help them to raise their
customer base that impact
positively on its profit as well
as performance level.
Levitt’s model of brands: This model is basically adopt by an organisation for brand building. It
involves three main elements such as Core product, augmented product and potential product as
well. This is defined below with relation to brands:
Core product: It is define as the need to enter into the market. Both the companies enter
into market by identifying customer requirements and market trends. The core product of brands
is Cider which is made of fruits such as apple, grapes and many more.
Augmented product: It is basically what customer expect from products and services
while purchasing it. In addition to this, augmented product assist companies to differentiate their
product in market as compare to their rivals prevailing at marketplace.

Potential product: It is essential for brands to potentially feasible at market in order to
attract more customers and engage them for longer time period (Chen, 2018). The higher
authorities of Kooperberg Cider and Strongbow Cider uses social media customer and offer
product which fulfil needs of customer that leads to customer retention and customer satisfaction.
CONCLUSION
From the above study, it has been concluded that marketing mix plan assist a company to
attract maximum number of customer s towards brand. In addition to this, it is analysed that
marketing mix helps in targeting right customer and to attain competitive advantage at market
place. STP approach is adopt by companies so that they can categorised markets and develop
positive image of brand in the mind set of customers effectively. Moreover it is important for
brands to use effective promotional tools as it assist in gaining success and to retain in market for
longer time period.

REFERENCES
Books&Journal
Chen, H. J., 2018. What drives consumers’ mobile shopping? 4Ps or shopping preferences?. Asia
Pacific Journal of Marketing and Logistics.
Davari Farid, R., and et. al., 2019. Marketing mix for the promotion of biological control among
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Chuon, A. and Hamzah, H., 2019. Buyers’ Perception of the Marketing Mix of Luxury High
Rise Residence (LHR) in Kuala Lumpur’s Golden Triangle (KLGT). International Journal of
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McAlister, L., 2018. What should students learn about marketing?. Mapping Out Marketing:
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Ang, C. and Rusli, H., 2018. The Impact of Marketing Mix 4Ps and Consumer Behavior toward
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Mirzaei, A., Carter, S. R. and Schneider, C. R., 2018. Marketing activity in the community
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pp.127-137.
Filbert, A. and Anthony, W., 2018. The Impact of Marketing Mix of 4Ps (Product, Price, Place,
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